Nov 11, 2009 | Branding, Innovation, Marketing
November 10 was the 40th birthday of “Sesame Street” perhaps the most influential television program ever produced, and it still brings adults a laugh, amongst the serious messages to kids.
I noticed early in the day that Google had Big Bird on their masthead, but did not know why, then about lunchtime, the Cookie Monster appeared, then later, the whole gang, by which time, I had realised the significance. This brought a smile, but more important, engaged me, a 58 year old bloke, with their brand in a way I would not have thought possible.
Search engines are now pretty much all the same, they all do a good job of finding stuff, but only Google has become a verb! This is because they have done a superb job of engaging their consumers around the world in a range of ways, and have innovated relentlessly to ensure they remain the first point of call on the net for most.
The determination creativity, and discipline of this effort is exemplified by the attention to detail that must have gone into someone dreaming up the idea of changing of the masthead three times during the day. It is easy to do, very hard to think of, but hugely engaging to anyone who opened Google on the 10th, probably half the connected world.
Nov 10, 2009 | Innovation, Marketing
Our society is obsessed with the elimination of risk, even little ones that really make no difference, and we spend huge resources insuring ourselves against the possibility that something will impact on us in a way we do not like.
Local councils ban kids riding skateboards in parks, teachers ban running in the school yard, to get a permit to have a table on a footpath outside your bistro is harder than designing a nuclear device, at least the instructions for that are on the net.
What is this all about?, we spend most of our time and resources on the negative stuff, rather than the positive stuff, being different, diverse, interesting, having a go, all in the name of ensuring we do not offend anyone, ever, under any circumstances, no matter how whacky they may be.
What a way to run a country, no wonder we are in the shit.
I was telling my 28 year old son about the anti Vietnam war moratorium marches a few weeks ago. Showing my age here, but we got out and made a noise, challenged the status quo, made a difference, had a blast, and changed the world for the better, and most people there were there for the energy, the ride, for the excitement, and as a side benefit, to meet girls.
Where is that passion now? Isn’t it time we brought some of it back, if for no reason other than we are boring ourselves to death. The flip side is what an opportunity to be noticed by being other than boring!
Nov 9, 2009 | Branding, Innovation, Marketing
Every brand to be successful has two dimensions.
- Generic attributes, those things it must do well to survive in its category. A car must have 4 wheels, be reliable, and not leak in the rain, a watch must tell the time, accurately.
- Differentiators, those characteristics that distinguish the product from all others, the thing a group of customers values, that creates loyalty & preference. These can be physical, and emotional, and most successful brands combine both.
A Rolls Royce is not a Hyundi, yet they are both cars, they both provide reliable transport, and have 4 wheels, but the differentiators, for which some are prepared to pay enormous amounts are what makes the brand. A swatch is not a Rollex, but they are both watches, just different types of watch that appeal to different people for different reasons.
A brand is not a brand without the distinctive characteristics, it does not matter how much advertising is spent, without the differentiators, it is just like all the others.
Nov 2, 2009 | Change, Innovation, Leadership, Marketing, Small business
We talk about vision, mission, and all the rest, but at a more fundamental level, evolving a point of view, shared throughout the firm, about the “shape” and trends of the industries we are in, and those of the industries we intersect with, is a really basic thing to do.
Having a point of view about the “green” economy enabled GE to start their “Ecomagination” program before climate change was on the general agenda, it enabled them to disrupt their own light bulb business with the compact flouro, and it drives their current efforts to rebuild their huge medical devices business by developing small, cheap, mobile devices that fulfill a more basic need in developing countries .
All this because Jeff Immelt developed a point of view, and drove it through the business as a catalyst for massive and disruptive innovation.
Have you developed a “point of view” about your industry, and the role your business will take? Few are as influential as GE, able to change the “shape” of their industries by their actions, but it is no less important for small firms to have a point of view, and a plan to deal with the “shaping” influences as they emerge.
Nov 1, 2009 | Change, Innovation, Marketing
The path to free will be a major challeneg for the current century, as the price of stuff follows the marginal cost of producing it down to virtually free.
Music is effectively free off the web, despite the best efforts of the music industry, yet the other parts of the industry are doing well, tours, merchandise, the amount of product is increasing, devices like the iPod are booming, just the sales of the CD’s are tanking.
Software is now largely for free, you can still pay full whack for Windows or Office if you like, but few outside corporate do so, and there are thousands of “apps” emerging for devices that are very cheap, approaching free, and streaming of movies is increasingly happening, although as the penetration of Blue-ray increases, it will slow the “free” uptake a bit as people figure out how to beat the security.
What about games?
They are still $99 from the retailer in the mall, and when a new blockbuster comes out, the retailers are packed with kids buying them, the same kids who would not pay for a new song from their favorite artist. Why are the games not yet for free?? Will it happen?? Inevitably.
Anything that can be digitised will follow the road to (almost) free, the money will be made in the value adding products and services, the way Red Hat Have made a business providing service to free Linux software users, and Apple have made a business out of selling the iPod when the music is essentially free.
However, you will probably still have to pay for your carrots down at the green grocers.
Oct 28, 2009 | Change, Innovation, Leadership, Management
In a world of disruptive change, the perhaps usual path to the CEO’s office needs to be rethought.
Over the last 50 years, CEO’s have largely come from accounting and business management backgrounds, more latterly, marketing & strategy have had their shot, but in a world changing at such a huge rate, it makes sense to source the CEO from the ranks of the product and design people.
Would the US car industry be in such a mess if the top blokes came from the engineering and innovation streams, instead of from the financial side that crushed innovation under the cruel hand of spreadsheets that assumed more of the same, only better?
Elon Musk, creator of Paypal, where he took on the banks, and Tesla, the first fully electric car, is an entrepreneur with an engineering background and a profoundly restless mind, who just believes, and who has created 3 hugely innovative businesses that destroyed the status quo. What could such a person have done at General Motors with the resources of that former giant at his disposal.
